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Branding Concept by Whitelaw Mitchell for Cutthroat, Catering to the Urban Beardsman

Branding Concept by Whitelaw Mitchell for Cutthroat, Catering to the Urban Beardsman

Cutthroat is a premium mens line of grooming products produced in New Zealand, hand-crafted and designed by barbers. The natural base blend of oils helps nourish the skin and beard. Scents are warm, masculine and meant to be enjoyed throughout a mans busy day.

Around the globe, locally made products are on the rise and more consumers become conscious of supporting ethical small businesses. Cutthroat, being produced out of a barbershop in beautiful Queenstown, has all the right charm and appeal to target New Zealanders looking for high quality, craft products. The branding aesthetic we created is inspired by timeless fashion and premium perfume brands. The visual identity and packaging is tied together with slick and sharp lines and a deep rich colour palette to differentiate the products.

One of our challenges when designing the packaging was that oil products often damage or fade labels after frequent use, as seen in competitor products. Our solution was to use a durable metallic label with rough touch laminate, similar to the production of a wine label, it’s water and oil resistant and nearly impossible to scratch. This ensures the beautiful packaging long outlasts the product.

Around the globe, locally made products are on the rise and more consumers become conscious of supporting ethical small businesses. Cutthroat, being produced out of a barbershop in beautiful Queenstown, has all the right charm and appeal to target New Zealanders looking for high quality, craft products. The branding aesthetic we created is inspired by timeless fashion and premium perfume brands. The visual identity and packaging is tied together with slick and sharp lines and a deep rich colour palette to differentiate the products.

One of our challenges when designing the packaging was that oil products often damage or fade labels after frequent use, as seen in competitor products. Our solution was to use a durable metallic label with rough touch laminate, similar to the production of a wine label, its water and oil resistant and nearly impossible to scratch. This ensures the beautiful packaging long outlasts the product.

Starting with only a small range of oils and balms, the Cutthroat brand has quickly grown its product line into a more robust range. Although just a small business, thanks to the premium branding and packaging design, Cutthroat has earned its spot into national distribution and sits on barbershop shelves next to global competitors. As more consumers are looking to shop consciously and locally, we’re excited to see this brand grow on the New Zealand stage.

CREDIT

  • Agency/Creative: Whitelaw Mitchell
  • Article Title: Branding Concept by Whitelaw Mitchell for Cutthroat, Catering to the Urban Beardsman
  • Organisation/Entity: Agency
  • Project Type: Packaging
  • Project Status: Non Published
  • Agency/Creative Country: New Zealand
  • Agency/Creative City: Queenstown
  • Market Region: Oceania
  • Project Deliverables: 3D Design, Advertising, Advertising Photography, Brand Creation, Brand Design, Brand Identity, Brand Strategy, Branding, Packaging Design, Photography
  • Format: Bottle, Jar, Pot, Wrap
  • Substrate: Glass Jar, Metal, Plastic
  • Industry: Health Care
  • Keywords: Cutthroat, beard, man, men's products, product design, packaging design, health, wellbeing

  • Credits:
    Brand Director: Maranda Mitchell

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